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Arts & Communication Digital natives’ color views in new age media

A B

Figure 12. Visual representation of the concepts’ values for the black color (in percentages). (A) Females’ responses. (B) Males’ responses.

A B

Figure 13. Visual representation of the concepts’ values for the white color (in percentages). (A) Females’ responses. (B) Males’ responses.

simpleness, and elegance, generally associated with white, The study’s findings unveil significant differences
appear to be among its first choices. Males valued harmony in Generation Z’s perception of color characteristics,
as a concept associated with white in the mobile interface reflecting the distinctive traits of this generation. These
and innocence in the desktop interface. The concept of differences contradict those found in previous studies
start is considered more important for females than males among other generational cohorts, as concluded by
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in the mobile interface. Nordin et al. as well. Generation Z is known for its
heightened sensitivity to social, environmental, and
4.11. Overall results cultural issues, often favoring minimalistic esthetics
In conclusion, the findings indicate that the members of over traditional norms and stereotypes. This preference
Generation Z, in some cases, value color concepts diversely was evident in the results of this study, as simplicity and
compared to those of previous generations. Furthermore, simpleness were the most selected concepts related to
slight differences are evident between female and male data the color white. In addition, they exhibit a heightened
regarding the impact of colors. However, more substantial awareness of individuality, self-expression, and well-
variations are presented between the desktop and the being practices. Through the research procedures, it is
mobile interface data. noteworthy that the concepts of elegance and formality,
commonly associated with the color black, were not even
Table 4 presents the overall results of the research. The first included among those selected in Stage 3. This result
column shows the colors, the second column lists the color confirms that this cohort rejects what was considered
concepts according to the textbook, and the third column classical.
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lists the color concepts derived from Stage 3 of the research. Noteworthy differences observed between female
In the fourth and fifth columns, the color concepts that and male participants may stem from gender-specific
received the highest cumulative values by both sexes in the upbringing, including associations with toys and clothing
desktop and mobile interfaces are presented, respectively.
colors (typically blue for boys and pink for girls).
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5. Discussion Advertisements often reinforce these gender stereotypes,
linking specific colors with masculinity or femininity.
The aim of this paper was to delve into the perception of color For instance, according to the research results, although
characteristics among Generation Z individuals within the both genders indicated that elegance is the concept most
student population of communication studies in Greece. The connected with the color purple, almost all other concepts
central question posed was “To what extent do the traditionally present differences between the two genders. Similarly,
defined characteristics of colors in visual communication align the concept of pollution associated with the color brown
with the perceptions of Generation Z individuals?” varies significantly between female and male participants,

Volume 2 Issue 3 (2024) 10 doi: 10.36922/ac.3022